Define a worthwhile conversion
A button click, form submission, qualified inquiry, and sale are not the same result. Agree which action guides bidding and reporting, then test that it is recorded once and reflects real behavior. Look for a clear reason before repeating or abandoning a test.
Inspect available placement and delivery information. Consider relevance, suitability, and the destination rather than evaluating exposure counts alone. Leave the team with a decision, an owner, and a review date.
Conversion definitions
Distinguish a submitted form from an accepted lead or sale. Check event triggers and duplicate counts before using them to judge or automate performance. Compare the result with the original objective before expanding the work.
Review available search terms, audience signals, locations, and placements. Exclude clearly unsuitable traffic and document the reasons rather than making broad cuts from one poor result. Include sales follow-up when reviewing the quality of inquiries.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities